Emotional and behavioural appeals as key determinants in Ghanaian consumer pre-banking behaviour
African Journal of Economic and Management Studies
ISSN: 2040-0705
Article publication date: 31 May 2023
Issue publication date: 16 November 2023
Abstract
Purpose
The pre-purchase phase of consumer behaviour for financial services, especially retail banking, has been under-researched. This study explored the determinants of consumer pre-banking behaviour (BAB) in the Ghanaian banking sector.
Design/methodology/approach
A quantitative approach was employed by extending the constructs of the theory of planned behaviour (TPB) and technology acceptance model (TAM) to include affective and conative components and utilising a partial least squares-structural equation modelling (PLS-SEM) analysis.
Findings
Affective, conative, cognitive attitude, emotions and perceived trust (PT) were significant determinants of consumer pre-BAB. From a practical point of view, marketing managers need to be emotionally connected with their potential consumers to enhance the propensity of automatic purchasing.
Research limitations/implications
The country context, sample type and size are limitations and so extending the study to other countries, with larger samples and additional insights on subjective norms (SNs), could help improve the model's efficacy.
Originality/value
The results presented in this paper are relevant and original because it is the only study, based on potential customers in an emergent economy context, to advocate the need for an emotional connection with potential consumers at the pre-banking stage to enhance the possibility of automatic purchasing.
Keywords
Acknowledgements
The authors wish to acknowledge the support of the co-operating banks.
Citation
Tannor, L.L. and Carter, S. (2023), "Emotional and behavioural appeals as key determinants in Ghanaian consumer pre-banking behaviour", African Journal of Economic and Management Studies, Vol. 14 No. 4, pp. 680-693. https://doi.org/10.1108/AJEMS-01-2023-0032
Publisher
:Emerald Publishing Limited
Copyright © 2023, Emerald Publishing Limited